Organic’s BroadFeed delivers personalized news thru iPad

Leveraging its deep user experience design and Web-based technology heritage, Organic, Inc. launched an in-house product development team tasked with utilizing new platforms to develop applications for both clients and consumers. Its first application, BroadFeed™, is a mobile app which is now available for download at the Apple App Store.

The Organic Product Development Group, led by Organic Vice President of Technology Todd Drake and Chief Creative Officer Conor Brady, will focus on building applications on emerging platforms while exploring and testing new technologies for future development. To support this innovation initiative, all Organic employees were given iPads and will serve as test users for BroadFeed and other iPad applications, which will further deepen Organic’s expertise in application development for emerging platforms.

“We see a tremendous opportunity to develop holistic mobile and tablet applications that are more engaging for consumers while being measurable and accountable for clients – an approach that marketers need but has yet to be delivered,” said Organic CEO Marita Scarfi. “When we developed BroadFeed, we followed our core philosophy of blending creativity and intelligence by incorporating superior user experience and design with a scalable technical and measurement platform.”

BroadFeed is built on Twitter’s API and designed to optimize Web content for reading on the iPad. It is a departure from previously released “social magazine” iPad applications because its core concept is social weighting. The more a link is shared, the more prominent placement it is given. This inferred intelligence is meant to emulate the editorial decision-making that determines a print newspaper’s front page headlines, ensuring readers never miss the news that is most important to them. Organic has also embedded measurement technologies within the application to enable the company to get a better understanding of how consumers are interacting with the application.

Using BroadFeed is simple: just tell the application who you follow – either by signing into Twitter or by identifying pre-built “lists” you like – and BroadFeed pulls in and organizes the articles and photos in an easy-to-read format. And, because BroadFeed does not feature an ad-supported model, the reading experience is a far more enjoyable experience for consumers than other social magazine applications.

Proceeds from the sales of BroadFeed will be donated to charities, including the American Red Cross (www.redcross.org), which is driving disaster relief efforts to help those affected by the Japan Earthquake and Pacific Tsunami.

About Organic, Inc.
Organic is a leading marketing agency grounded in digital that successfully blends creativity with unmatched predictive intelligence. By creating and continuously testing and optimizing marketing systems, Organic helps global brands accurately predict outcomes, spot trends, identify behaviors, and create a much deeper connection with consumers. Founded in 1993, Organic has offices in New York, San Francisco, Los Angeles, Detroit, Toronto and London and is part of Omnicom Group Inc.

Omnicom (NYSE: OMC) is a leading global advertising, marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.

Source: Organic, Inc.

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